DAIRY NZ-Rosie's World

ISSUEThe dairy industry finds it a hard road to gain public favour. Much of the publicity centres on the environment and the price of cheese with many views very entrenched. Many New Zealand kids didn't have a view one way or another, but had alarming levels of knowledge about the world of dairy and what makes it tick. A long term problem that required long term thinking.

RESPONSE- The world’s first Cowbassador, Rosie the cow- Rosiesworld.co.nz- A road show around New Zealand- A mix of advertising, experiential marketing, PR- Combined with extensive resources being fed into schools- Meetings with the Prime Minister, Richie McCaw and many others- A potential New Zealand institution

RESULTS- Improvement in favourable perceptions- A large and growing Rosie fan base- Demand from around New Zealand for Rosie- Kids are now forming views on dairy farming that will last a lifetime